X

• This revolutionary machine sets a new benchmark in the global electric mobility industry with its stunning design, unmatched performance, and cutting-edge tech features, carving out a new category in the electric mobility segment.
• As a frontrunner in sustainable mobility solutions, TVS Motor Company aims to transform the EV segment and reaffirm its commitment to a more sustainable and cleaner future.
• Designed, developed, and made-in-India, TVS X comes with a powerful electric motor and advanced battery technology.
• This launch marks a defining moment in TVS Motors’ journey of showcasing a made-in-India EV, the TVS X.

• It’s hard to find anybody praising the change so far, except perhaps some of Elon Musk’s most devoted fans.
• I’m paying close attention to this corporate pivot because I’m a scholar of design who researches social media and brand campaigns.
• But because these changes go deeper than most, I believe the risks of damage to the company are greater.

X’s clumsy design

• I would describe the new logo, submitted by a Twitter user, as a white-on-black, sans-serif X consisting of two strokes.
• And yet even people who know nothing about design are poking fun at the logo’s simplicity and unprofessional execution.
• To me, the logo looks suitable for a metaverse strip club or a dating app for robots.

Facebook’s Meta journey

• When Facebook rebranded itself as Meta in 2021, it was part of a comprehensive, strategic and long-term plan.
• The transformation signified the company’s aspiration to shift from a social media platform to an enterprise focused on the metaverse.
• While the goal of a vibrant metaverse remains more theoretical than imminent, the rebranding still gave Meta some momentum as it now seeks to shift its focus to artificial intelligence.

From dunking to Dunkin’ and rebuilding Lego’s brand

• Lego was profitable, popular and beloved for the entire 20th century, but around 2003 its sales began to wane.
• So the company began to partner with “Star Wars,” Nintendo, “Jurassic Park” and other brands to market special Lego sets.
• It also released a movie in 2014 that grossed nearly $500 million – boosting Lego sales and profits.

BP rebrand crashed and burned; American Airlines had low altitude

• In 2000, BP changed its branding from British Petroleum to Beyond Petroleum.
• While BP reportedly invested over $100 million in the rebranding effort, it continued to spend billions more on oil exploration than renewable energy initiatives.
• BP abandoned the campaign a few years after its massive 2010 oil spill in the Gulf of Mexico.

Ultimate fate of X

• I doubt the X rebrand will succeed – and not just because I dislike the new name and logo.
• Musk reportedly swiped the @x handle from its original user without offering any compensation.

• But his latest move is the most significant: abandoning the globally recognised Twitter brand and renaming the platform X.
• But in keeping with Twitter’s disruptive nature of late, no in-depth explanation for the X rebrand was given to company outsiders, although Musk invited users to submit a logo design.
• Musk has used the letter for his engineering company SpaceX, tech startup xAI and now X Corp (he already made the legal change from Twitter Inc. to X Corp in March 2023).

Corporate makeovers

• A structural reason might be a change in ownership, with a new logo signalling a new direction.
• Strategic reasons frequently include either a perception issue – negative associations – or to signal a shift in activities, or reflect a change in consumer preferences.
• A functional reason could be optimising logo appearance on new platforms such as mobile apps, or to emphasise a brand’s continued relevance.
• Tech brands such as Netflix (which included a film reel in its early logo designs) have also followed this format.

Too soon to signal a new direction?

• Back in 2000, energy giant BP (formerly British Petroleum) rebranded to express a vision of cleaner energy-related activities.
• First, it shifted to the abbreviation BP and then it claimed that the initials BP stood for “Beyond Petroleum”.
• But BP’s claim was perceived as misleading by the public because the message preceded the activity by decades.
• Convincing users to remain loyal will require X to provide a more convenient and engaging future experience on the platform, whatever that may be.

• Legacy skincare brand with a 175-year history, Thayers Natural Remedies, is literally reinventing tricks with its new, unexpected partnership with X Games California.
• The brand will receive premium coverage on ABC and ESPN and across X Games social channels throughout the weekend.
• They live life to the extreme and so does their skin," said Derrick Booker, Senior Vice President and Head of Thayers Natural Remedies.
• "We are excited to welcome Thayers to the X Games family and could not have asked for a better first official beauty partner," said Ashley Robbins, Vice President, Partnership Sales, X Games.